Constant Country Music Station

Since going country four years ago, KOW-FM (92.1) has been pumping out "Constant Country Hits" to listeners from Fallbrook to Mira Mesa and Oceanside to Valley Center.

In recent months, KOW has been tops among North County stations, with more 35-to-64-year-old listeners than any other, said station general manager Tom Holiday.

The station sponsors KOW nights at several North County clubs: a Country Hoe Down on Mondays at the Earthquake Cafe in San Marcos; Wednesdays at the Beaver Creek Restaurant & Lounge in Escondido; Thursdays at the Pomerado Club in Poway; Fridays at the Oakvale Lodge in Escondido; and Sundays at Smitty's in downtown Vista.

"The attraction of a KOW night is live country music and dancing and really good vibrations," said Holiday. "Our KOW disc jockeys are always there. The people there are incredibly friendly and out to have fun. It's a great place to meet people, have a good time."

Holiday believes the traditional values of San Diego County radio listeners, combined with the evolution of country music toward lighter pop and rock, account for the music's popularity.

"San Diego happens to have a good percentage of the population that appreciates the sound of contemporary country, as well as a good percentage that is entrenched in traditional country," Holiday said. "You can't say the same thing for Los Angeles or even San Francisco. The songs themselves are very much in touch with what's real to people."